Roll- 9363

Name: - Abhishek Kumar Singh

COMPANY NAME: - UNINOR (NEW MOBILE SERVICE PROVIDER)

Some facts about the company:-

 Uninor is a new mobile operator, with a localized approach to the Indian
market.
 Started Mobile services in India in December 2009 focusing on the GSM
technology.

 Holds a pan-India UAS license to offer mobile telephony services in each of

India’s 22 circles.
 However Uninor operates only in 13 out of 22 telecom circles nationwide.

 Having Subscriber base to nearly 10 million.

 The Indian mobile sector is an intensely competitive industry, featuring 10

mobile operators of which four, namely Bharti Airtel Limited, Reliance
Communications Limited, Vodafone Essar Limited and BSNL together
account for almost three-fourths of the entire mobile market share.
 In that UNINOR is having 0.9% market share as on august 2010.
 Uninor expects that its revenue will increase by 109 per cent from Rs 76
crore in the second quarter of 2010 to Rs 160 crore in the third quarter of
2010.
 The company added 2.2 million subscribers in August.
 It expects to add around 7 million subscribers in the third quarter, up from
3.9 million in the second quarter.
 STRATEGY TO DOUBLE THE INCOME OF UNINOR IN COMING
THEREE YEARS:-

NOTE:-As company is comparatively new to market i. e. only 10 months old

so as to double the income or increase its income first they need to work on
increasing customer base , so as to increase its customer base following
strategy can be applied:-

 First priority should be to roll out across the country; a credible

market share can be built only after that, as of now they operates only
in 13 out of 22 telecom circles nationwide.

 To increase market share it should use Selective specialization

targeting strategy i.e. should target youth as well as all the ambitious
people. Because New mantra of youth is-Kapda Ipod and Cellphone.

 Maximize the enabling effect of mobile telecommunications so as to

penetrate deeper in the market.

 Semi-urban and rural areas are relatively untapped which need to be

tapped.

 Make responsible business practices part of everything Uninor does.

 Should introduce various value packs for ISD users- USA/Canada,

Singapore/Malaysia, Gulf packs so as to attract more ISD callers.

 Quick responses to all queries and problem through circle heads.

 Avoid too much outsourcing which may go against the health of the
company.
 Those people who are dissatisfied with their current service provider
can be converted by providing good network coverage and low call
charges.
 Increase advertisements campaign so as to make people now about the
UNINOR brand and its different new schemes.

 The national mobile tele-density is about 39 per hundred Urban areas-

75, but Rural areas-13.This rural market can be tapped with special
targeting strategy that means special tariff plans designed according to
the needs of rural customer.

 It should go for Micro segmentation strategy in rural markets.

 Company has to launch postpaid schemes as soon as possible to tap

premium and loyal users.

 Avoid too much outsourcing that may go against the health of the
company.

 Should start GPRS service as soon as possible as there are a lot of

internet users therefore a good market opportunity for the company.

 Awareness programs: Still more awareness programs have to be

implemented in order to attract more customers like: -
 Increase advertisement campaigns.
 Increase Electronic media usage for the awareness
programs.
 Establishment of Hoardings in rural areas also.
 Bringing awareness through issue of pamphlets in the
newspapers.
 Consumer Attraction: Uninor has to implement some more customer
Attraction programs like: -
 If more messages and extra talk time benefits are given then it can
help in attracting the potential customers.
 Some festival offers should be given in order to attract the customers.

 Uninor has to increase the customer care centers in order to concentrate

more on the customer’s queries and their problems.

 As Uninor has appointed over 1,000 distributors and is present in over

300,000 points of sale and outsourced infrastructural services, it has to
increase its points of sales to reach target market.

 Uninor will certainly have to keep giving better services at cheaper rate
in order to gain its competitors’ market share as well as gaining
potential buyers.

 In a bid to offer “differentiated” services in an overcrowded market,

Uninor should look to empower its points-of-sales at the street level by
enabling retailers to handle any issue the consumer may have, instead
of diverting the query to a call centre.

 Slimmer & leaner Capital & organizational Expenditure so as to reduce

overhead cost.

 The brand is also focus to do on-ground activities & should also work
on an online initiative with social media & have gives the people a
chance to communicate through or follow up on social networking sites
such as:
 Face book
 Twitter
 Orkut
 YouTube